Deep Throat under the app line pre-installed market, how to have tens of millions of users overnight

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I black Horse Note: How important is the pre-installed for mobile internet entrepreneurs in China? I know such an insider, a business told me their company's top 20 million users are pre-installed, the headquarters in Beijing, a direct residency business in Shenzhen to deal with mobile phone manufacturers. The company, which has benefited from its early development, has grown into a 500 million-dollar Chinese internet upstart and has been discredit by the industry for some time before.

In short, a good pre-installed, for entrepreneurs, may mean easy access to millions of or even tens of millions of of users, this user base can quickly generate the next mobile internet upstart.

This article about pre-installed, dragged for about two weeks. If you don't write, you must despise yourself.

The cause of this is this, two months ago, the boss heard xx in and XX talk about pre-installed cooperation, goods a shop is tens of millions of users, and asked me: it is possible to explore this channel. So I found the original in the industry is very famous, and later because on the 315 more famous white philosophy classmate, with a meal full vegetarian spicy feast, changed a system of the line pre-installed courses.

Because there are many places in the text involving little white students, so after the first draft is done pretending to respect first sent to him to see, God knows the old man after reading said not Deep Throat, and then pull another professional-class preloaded players (Youku chopping) in the South gong a noisy kebab shop and give a more comprehensive science once.

So this is a mixture of the experience of two professional players, and some of their own work in the process of thinking. After careful reading, you can have a more comprehensive understanding of the market, hope can have help to need people, seriously recommended to read carefully.

Let's end the gossip and talk about business.

Mobile phone production components and preloaded space

1, Chip dealers: Exhibition, MTK, Qualcomm and so on. Status quo: China cool joint recovery of pre-installed permissions, other not strong brand mobile phone might have to throw into the opportunity. BUT: can handle chip dealer, that is billion-level user influx, last September looks like a tour of the MTK, directly to the Cloud browser pre-installed into more than 100 million mobile phones shipped to the world. Apps pre-installed in the chip are not removable. Unload It!

2, the solution: the design of mobile phone prototype, version of the chip to manufacturers. Or the manufacturer puts forward the demand, the plan merchant designs. Several major domestic solutions: Mirs, Huaqin, Haucheng, Tian Yi da, excellent thinking. Haucheng and days of the game have a third party volume, can be a small brand of mobile phone pre-installed, and the first half of this year 4G of the volume is a high pass chip + excellent thinking of the program, but also very impressive.

As the manufacturers become more and more standardized, the solution does not have the right to preinstall, but they reserve the right to send a push.

3, Manufacturers: China Cool Alliance, OV small Charm (oppo, Vivo, millet, the charm), such as the current Chinese cool alliance has been very strong, pre-installed permission to recover has become marketable standardized mode of cooperation, installed 0.5/A. It is said that the former business to find the right person PR a few drinks may be a big hand a wave installed, now, hehe.

OV Small charm relative clean, because all is own channel sales, from the manufacturer level cut is not rich can on the rhythm. For example, Millet seems only Lei department of products can be pre-installed.

"Say a stalk, the last COS friend assistant to see Alli, go to the road he gave me advice said:" A will talk with Alli after the matter I go first, you stay there directly kneeling Alli before, ask the millet to preinstalled on your glutinous rice dumplings, do not pretend to get up ... This thing you want to do, and then write a "How do I fix millet to do pre-installed", the next day to see the entire Qinghe region vast kneeling all over the country flying business, I take good position, back to sell kneeling order ranking can make a good profit. 】

Mobile phone distribution stage and preloaded space

1, Guo Dai: Tian Yin (Samsung Huawei Lenovo's low-end mobile phone mainly), Eschde (Samsung high-end mobile phone), Putian too force, Protec (brush), cool people.

2, the province generation: This layer is the tripod opens, the cool music. Sail Yue This domestic brush machine business began to intervene in the place

3, Sales Stores: Suning Gome These, also have a conscientious person in doing this kind of channel resource integration above three sales stage is the main battlefield pre-installed mobile phone, a layer of brush after a layer of brush, some brush rom some brush root, some can do to brush in can't unload, and some just pretend to do a installation, the water is actually relatively deep.

At present, the channel business Circle line to do better, can row on the name of the chopping, Tencent's Ouyang-Jie, today's headline Rei Jianhua these few.

Carrier Channel pre-installed

Operator channel is also not to be underestimated a line of the market, a large number of mobile phones from the business Hall was distributed, tentacles network into the country every corner, 345-line city, county, village ...

Body in the one or two-line city, has long been accustomed to the Internet lifestyle, once I was also very puzzled, who went to the business hall to buy mobile phones. It turns out that I really too young,too naive.

How can you cut into the pre-installation of the operator level? Follow their strong KPI point to the mode of work, so we can see those "free flow" app or zone.

I do not know the specific way, it is not nonsense. Guess about is: buy your traffic to help you flush KPI, replacement pre-installed resources.

Online distribution channels to purchase the flow of the cost is generally divided into the CP, such as a certain application market to launch a free flow download zone, the area of the user's natural appeal is relatively large, the location of the zone to split out to sell ads to fill this part of the cost of the purchase flow. Silver is not spent, installed capacity has been upgraded, business relations are also in-depth.

How to operate the brush maker

Only ZTE Huawei Baidu Tencent such a large company will be able to raise a special cut pre-installed operators of the team. But in recent years the rapid development of mobile Internet, a lot of entrepreneurial team growth is gratifying, a lot of money into the rush to seize the market share, digging people are not so easy, also have no time to cultivate themselves, so like Ding Kai, datang such a brush machine in a short span of just a couple of years of rapid

The exterior looks very light, but the actual situation is very competitive, brush the machine to each other's machine, or partners have the relationship between the upstream and downstream, there are repeated brushes, many are at a loss in the shop channel, the cost is repeatedly rising, which is pre-installed channel unit price from the beginning of the 0.6 rose to the present 1.5-2 yuan reasons.

The starting point of the brush maker is generally in the provincial city contractor, the free market (such as parallel imports or the operator channel outflow machine), seeds and nuts dealers (similar to mobile phone futures, using market spreads to make money) and the city operators. They use Charter mode wholesale, general 8-10 yuan/cell phone.

Upstream docking app, downstream to fix the terminal, doing is the middle business. Their tentacles are also very wide, in the past few years smuggled parallel imports are said to engage in the war and the film drug trade joint scene is not two, like the charm of millet so their own control channels of the brand, will also be in free circulation market can be drilled.

At present, there are tripod open, cool music, Sail Yue, the dragon, Palm star five big Brush machine business, small white (micro-letter: xiaobai123) said that Ding opened the technology can do put in the unloading, but also cheap to reveal other than his several other business is female (this is a few meaning?))

Say something about money and numbers.

The average daily Android phone shipments in 100W, the brush machine market can account for 20% of the market share, that is, 200,000 units;

Tool class application of high activation rate, security class of 100%, as long as the function of the boot can be more than 80% activation transformation;

Installed 0.4-0.8 yuan/A: loaded even if the money, not packets arrived, reached 1-2 yuan/A: loaded, open to calculate to achieve;

A large internet company will have to pay for the monthly 400w+ of a third party.

(Popular Science: The reason why use arrival mode, is because the installed mode CP does not like, the activation mode channel does not like, arrival mode is happy.) So play words games interesting ~)

What kind of products fit to do pre-installed promotion

Some time ago friend help, I found a local business hall recommended installation Channel tried, look at the data have some activation every day, but the user used the length of 30 seconds or so, obviously just opened, and then there is no.

Pre-installed is a good way to promote, but more suitable for the general public tool class applications, such as browser, security assistants, such as entry-type products, high activation rate.

The electric business class, the small public, the automobile class and so on may not be suitable, but may also try to divide the model to do, for instance only does the high-end machine to be able to specify the model what, looks at the trader to own home product understanding degree.

Why the pre-installed market has developed rapidly in the past two years

Because I have been in the small number of products, understand so many doubt, not controllable, the threshold high, the risk of large, slow down so many shortcomings, then why so many products are willing to spend money in the pre-installed channel? The reason is this:

1, online channels more and more concentrated, the cost of putting more and more high 2, some of the import-grade products after so long promotion and operation, the amount of online channels has been to the bottleneck, was washed almost 3, the line pre-installed market more and more formalized, entry threshold is increasingly low 4, mobile phone manufacturers, program business interface more and more transparent, Gradually commercialization and marketization

5, due to brush machine may encounter brush and so on, the arrival rate in general at 50%, brush machine operators are more responsive to market demand, launched by arrival (activation) Settlement services

6, pre-installed channels with exclusivity, homogeneity of particularly serious products can not appear in the same phone. Online channels are likely to pull out a list of several identical services in a row.

The advantages and disadvantages of pre-installed promotion

Advantage：

1. Advantages of Loyalty: In recent years is a change in the tide, we go to think about the arrival of these brands of mobile phones-most of the young people bought for parents, so this part of the channel to get the older group, this group of new things accept a low, is a passive acceptance after rarely replaced that.

2, the scale of advantage: pre-installed channels accounted for the overall Android mobile phone shipments of 20% share, that is, 200,000/day. A single brush machine daily to the Goose factory to activate one application to 4W more, today's headline line below the channel to bring a small 200,000 per day new. (If I can get the dumplings to do this data, I'll probably get the boss to ride the horse. ⊙﹏⊙ b Khan)

3, can do customization: You can put the shortcut on the desktop, increase the activation rate.

4, can not unload the advantage, app resident mobile phone, even if dead or alive, icon long-term exposure of the brand value is also small.

Disadvantage：

1, start cycle slightly slow: a group of machines generally 3-5 months after the goods, more effective

2, the activation of the user cost control difficult: Depending on the type of application, will produce a lot of sleeping users, so the small number of products need to elaborate the delivery

3, the high level of cooperation: the need to advance the entire paragraph, a minimum of 100,000 load, that is, at least 15.2 million at a time, for the start-up product is not a penny.

Summary submissions:

To thank the Ding Kai Xiao Bai and Youku chopping patience of the popular science. Many times, the more in-depth understanding of the more they feel shallow, but is a beginner's knowledge, will be high-spirited feel that have seen all.

But in fact, each of us has limited energy, there is no need to make all the doorways are clear, the operation of the industry has specialized. For pre-installed market, app promoter needs to do is: Determine whether their products are appropriate to cut, decide to do not do, how much money to do, how to do the most appropriate, find a reliable professional to solve the problem, according to the effect of the analysis of the next plan can be adjusted.

On the marketing field of things, I am still in the ongoing exploration, through this circle of understanding, at least clear their products are not suitable to go this way. But it would be nice to share what I've harvested, if it helps other people in need.

Article: Grace Miss Beige Source: Gamelook Micro-letter public number "Gamelook_news"